MIHAS Expo 2025 Shows Rising Importance of China in Halal Trade

KUALA LUMPUR, 17 September 2025 — At the Malaysia International Halal Showcase (MIHAS) 2025, Malaysian trade leaders underscored China’s rapidly growing role in the global halal market, highlighting increasing demand from Chinese buyers and the country’s expanding influence in East Asia. Organized by MATRADE, this year’s MIHAS edition is delivering both opportunity and scale, demonstrating Malaysia’s leadership in halal trade.

Key Highlights & Data

• Largest Chinese Delegation at MIHAS: China sent 39 companies as part of the international buyers’ group, the biggest single country representation. Reezal Merican Naina Merican, Chairman of MATRADE, said that these Chinese buyers represent “the largest participation” among foreign buyers in MIHAS 2025.

• Business Matching Success: The International Sourcing Programme (INSP), running both physically and virtually, connected 600 Malaysian exporters with 300 physical and 150 virtual international buyers from 50 countries. Over 4,000 one-to-one meetings took place, targeting RM 2.5 billion (approximately USD 596 million) in sales.

• Extension into China: MIHAS is not only strong within Malaysia; plans are underway to hold MIHAS@Shanghai in conjunction with the China International Import Expo (CIIE) this November. This extension reflects Malaysia’s push to deepen halal trade engagement with China.

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• Diverse Buyer Base with China Leading: INSP data shows China and Northeast Asia accounting for about 29% of international buyers in this edition. Other major segments include South Asia (25%), ASEAN (20%), Africa, and Europe & the Americas.

Why China Matters More Than Ever

• Huge Consumer Market: China has a significant population with increasing demand for halal-certified goods — not only food, but also cosmetics, pharmaceuticals, and services that align with halal standards.

• Strategic Export Partner: For Malaysia, China is becoming one of its top export markets for halal products. Malaysian exporters are benefiting from their reputation, strong halal certification systems, and trust in product quality.

• Long-Term Partnerships & Trade Tools: MATRADE highlighted that the meetings at MIHAS are not one-off transactions; they are intended to foster long-standing business relationships. Digital tools like the MADANI Digital Trade (MDT) platform support this by enabling virtual matching, market intelligence, and follow-ups.

What This Means for Stakeholders

• For Malaysian Exporters: China offers vast demand. Exporters who maintain high halal standards, ensure supply chain integrity, and adapt to Chinese market preferences (packaging, labeling, halal certification recognized in China) can benefit significantly.

• For Investors and Policy-Makers: Continued growth in trade with China presents opportunities for investment in halal infrastructure (certification bodies, logistics, cold chain), R&D (halal food and pharmaceuticals), and strategic partnerships in distribution and marketing.

• For Consumers: Greater availability of halal products in China is expected, with improved standards and a broader variety as companies expand offerings to cater to both halal requirements and overall quality expectations.

Challenges & Considerations

• Certification Alignment: Malaysia’s halal certification must be understood and accepted among Chinese consumers, regulators, and importers to avoid hurdles.

• Regulatory Compliance: Trade regulations in China can be complex. Exporters need to be well-informed about import rules, labeling, and safety standards.

• Market Differentiation: Halal products must not only meet religious requirements but also compete on taste, packaging, price, and innovation to succeed in China’s competitive consumer market.

Outlook

MIHAS 2025, themed “Pinnacle of Halal Excellence,” is targeting record participation with more than 45,000 trade visitors and over 2,300 booths from 45 countries. The event serves as a platform not only for deal-making but also for knowledge exchange, promoting digital tools, sustainability, innovation, and expansion into new markets.

China’s rising importance in halal trade is no longer just a trend — it is becoming a defining reality, shaping Malaysia’s export strategy and influencing the global halal economy.

Bottom Line

China’s influence in the halal market is increasingly central. MIHAS 2025 demonstrates that Malaysia is both recognizing and acting on this: hosting more Chinese buyers, extending MIHAS events into China, and building digital, regulatory, and matchmaking capacity to support sustained trade. For businesses in the halal ecosystem, seizing this momentum means aligning quality, understanding market specifics, and leveraging Malaysia’s strong halal reputation.